Glocalization Strategies of H&M in India

 Establishing tie-ups with fashion E-commerce website like Myntra, in-order to increase it
market penetration.
 Increasing the network of suppliers through outsourcing some operations, which might be
an advantage that could theoretically allow faster adaptation to local trend demands,
reduction in costs too.
 Unlike many of its locations, India's H&M will not be able to boost seasonal trendy sales.
For example, Mumbai does not fall below 60 degrees, so it would be pointless here for
the fake fur and trendy wool overcoats that are a draw for tastemakers elsewhere.
 Also, during recruitment, in India students generally gets placed through campus unlike
the western countries, so H&M must work in their pitch-ins for campus drives and
maintain relationships with them.
 There has been a big issue of counterfeiting and duplicity of products from well-known
brands in India, so to curb that H&M must have standardized procedure to differentiate
their products from fake products.
 H&M being luxurious brand, needs to change the perception of the brand in the minds of
Indian customers by introducing low-priced segment of outfits.
 Provide sales discounts during Indian festivals.
 As the literacy ratio of India is on average side, it would be good if H&M keeps the staff
who can also speak vernacular language with other languages. Might be useful in more
customer engagement.
 For billing purpose, considering the Indian population more billing counters should be
kept functional, as it might help in reducing the store traffic and more sales.
 Proper HR training policies in terms of training, motivation and retention should be laid,
as staff turnover is high for such stores in India.

https://www.forbes.com/sites/lydiadishman/2013/04/29/hms-competitive-advantage-
expansion-in-india/